Be Effective Shepherds
Five rules drive effective web sites. Each adds to the other, forming a chain of experience. Together, they guide your various audiences to where they can find content targeted to them. We call this gating, and it works just as well for small sites as large.

Select each rule for a full explanation:

1. Divide
2. Align
3. Segment
4. Call
5. Upsell

Divide Site Real Estate to 
Reflect Business Priorities
With so many internal political battles over web page real estate, there's always a tiebreaker - your business goals. Give the largest or most visible area on a web page to the product or information that furthers your core business. The latest eye-tracking studies show that visitors usually start at the center of the page and roll out clockwise around your layout. Top »

Use Cues to Align Market 
Segments to Content
Where rule one is concerned with layout, this rule concerns language, architecture, and design. As visitors scan the page, they will also notice key words or graphics that have meaning for them. They will click those areas first. Keep in mind that visitors are usually looking for information. They don't want to hear a flat out marketing pitch. They want to know about the value of your site, why should they stay here, and what should they look at next. Site navigation (information architecture) is a key part of this equation. Top »

Build Separate Threads to 
Target Each Market Segment
Building upon rule one and two, you now have a site that supports different conversation threads. You have industry analysts going one way; you have potential prospects going another way. The first two rules buy you the ability to target your message more specifically. Anticipate the kind of information those segments are looking for and place it in these areas. This rule is about the content and information you provide. Top »

Place a Call to Action on Every Page
A web journey should have no dead ends, no false turns. Every page should reinforce those goals by presenting invitations. The kind of invitation will depend entirely on your customer needs and your sales cycle. With e-commerce companies, the invitation is easier to define (Buy Now! Hurry! We mean it!). For companies with longer sales cycles, the invitation should be to show interest in the company and its offers. Subscribing to updates, submitting lead information, joining e-newsletters, or using online tools - these are all ways to keep the conversation going. Top »

Upsell with the Goal of 
Establishing Long-term Relationships
Once a visitor moves toward a relationship with your company, move toward them and offer the next level in the relationship. Your web site takes the role of salesperson, offering a little more information, building the vision between prospect and company. Your best opportunity for an upsell is when they've already said yes. Place a strong offer on your 'thank you' pages. Top »

Have KTD Communications evaluate your web site to see how effectively your site follows these rules.

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